Tag: Digital Marketing and Design (page 1 of 2)

It may go without saying, but communication is a prevalent and critical component of today’s workforce. The skillset is especially essential for professionals seeking to excel in a leadership role. Regardless of industry, professional communications is imperative for leading effective meetings, mitigating crises, and navigating negotiations and conflict resolution.

“Communications is a critical part of doing business, especially in today’s environment. News travels fast. A bad customer experience can become a social media sensation before the CEO is even informed of the problem,” said Mary Caraccioli, Chief Communications Officer for The Central Park Conservancy. “On the flip side, you can use the power of social media to engage directly (and more deeply) with customers, employees and other stakeholders. You can use the power of the communications revolution to work for you by making communications part of your business strategy.”

Caraccioli is teaching a master’s-level course in Communication for Effective Leadership, a fully online, 10-week class that will help students build on their critical thinking skills and apply oral and written communication strategies to solve organizational problems and drive organizational change. Throughout the course, students will focus on topics such as negotiation and facilitation, crisis communications and public relations, virtual and global communications, and stakeholder management.

At GPS, you can take up to two online courses without officially enrolling in one of our 12 online master’s degrees. This is a great opportunity to get to know our programs and approach to online learning. If you’re interested in exploring one of our graduate programs, or would like to learn more about effective communication for professional development, submit your information or contact the GPS office for more information or to request a syllabus: 781-736-8787 or gps@brandeis.edu.

From healthcare to insurance to local boutiques, most companies today use digital marketing to drive business. As organizations find new ways to target users online and face increased access to customer data, digital marketers often find themselves at an ethical crossroads.

“Black hat marketing” most often refers to certain SEO techniques. According to Omnicore, search engines drive 93% of all website traffic. To get ahead, companies will sometimes use black hat marketing to trick search engines into awarding their website a higher ranking, and getting it on the front page of search results. Other types of black hat marketing really fall into more of a grey area, and today’s digital marketers should have a plan for mitigating the risk of inadvertently executing unethical marketing strategies.

Ethics in Digital Marketing and Design

Brandeis GPS will be offering Ethics in Digital Design and Marketing as a part-time, fully online course during our Spring 2 session beginning in April. During the 10-week course, students will be presented with ethical dilemmas in digital marketing and work through the implications of various actions, including tricking search engines, posing as customers in social media, making false or exaggerated claims and using questionable or sneaky channels. Throughout the course, students will develop a set of principles and values through dialogue examining multiple perspectives.

At Brandeis GPS, you can take up to two courses before enrolling in one of our 12 online master’s degrees. If you’re interested in exploring the MS in Digital Marketing and Design, or would like to learn more about ethics in digital marketing for professional development, contact the GPS office for more information or to request a syllabus: 781-736-8787, gps@brandeis.edu, or submit your information.

The Enterpriser’s Project defines digital transformation as the integration of digital technology into all areas of a business, fundamentally changing how you operate and deliver value to customers.

In a world where technology is advancing at a rapid pace, digital transformation should be a required strategy for any organization. To be successful, workplaces must build a digital culture where employees embrace new technologies.

4 Steps for Building a Digital Culture

1. Be upfront about the digital transformation your workplace is undertaking

Be sure to provide a clear message to employees about what is coming down the pike. Address the key components of what digital transformation is and keep employees informed on what changes they’ll see, what the impact will be, and the likely timeline.

2. Engage employees in forums for discussing new technologies

Employees should be included in the digital transformation process by having an opportunity to discuss/debate advantages and possible disadvantages of new technologies. They should have a forum to ask questions about new tools and platforms and the most recent technologies such as AI and machine learning, and also feel empowered to share concerns and discuss ways to mitigate risks related to any upcoming transitions.

Once there is a timeline in place for your company’s digital transformation, management should be clear with employees about what that is and make sure they are adjusting as necessary. Provide structured goals for employees and monitor individuals’ progress.

4. Promote digital readiness by pursuing professional development in tech-rich fields

After explaining the digital transformation occurring in your workplace, employees will need to keep up-to-date with their technical knowledge. It may be beneficial to employees to take courses or undergo trainings for professional development.

Brandeis GPS also works with employers through corporate partnerships, providing tuition scholarships and/or training and continual conversation around educational support for companies.

For more information about our 12 online Master’s degree programs or to learn more about taking courses for professional development, contact gps@brandeis.edu, call 781-736-8787 or visit www.brandeis.edu/gps.

The first week of the October session is here and we are excited to introduce the newest Brandeis GPS faculty members. These industry leaders come to Brandeis GPS with expertise and established networks within their fields. We have no doubt that the knowledge and experience they bring will provide for meaningful learning opportunities in the online classroom.

Garrett Gillin – RDMD 110: Principals of Search Engine Marketing

Garrett Gillin, MBA, is a co-founder and Principal at 215 Marketing, a Google Premier Partner agency located in Philadelphia, PA, where he oversees the development and execution of integrated digital marketing initiatives with a concentration on programmatic advertising, marketing automation, and advanced analytics.

Todd Chapin – RUCD 185: Design for Non-screen User Experiences

Todd Chapin is a co-founder and Chief Product Officer at ShopClerk.ai. He has experience in product management and UX, as well as expertise in personal mobility, speech recognition, and e-commerce. He has worked at Zipcar, Audible, and Nuance Communications. He has graduate and undergraduate degrees in Human Factors Engineering from Tufts University.

Ernest Green – RSAN 160: Predictive Analytics

Ernest Green MS, MBA, PMP, is Vice President of Data Mining at a large financial institution in Dallas, TX. Prior to this role, he worked as a Data Scientist with General Motors and has 10+ years of diverse analytics experience. He holds multiple college degrees and most recently completed a Master’s in Predictive Analytics from Northwestern University. His research and expertise are in analytics, machine learning, natural language processing and artificial intelligence.

We are so pleased to welcome these new faculty members to Brandeis GPS and look forward to seeing how they bring their expertise to their online classrooms.

Faces of GPS is an occasional series that profiles Brandeis University Graduate Professional Studies students, faculty and staff. Find more Faces of GPS stories here.

According to Internet Live Stats, Google currently processes over 3.5 billion searches per day, which amounts to 1.2 trillion searches per year worldwide. Digital marketers know that web users arriving on Google’s search engine results page are looking for specific information based on the keywords they searched for. Search engine marketing (SEM) is a tactic marketers can use to get their products or services in front of these users as searches are happening in real-time.

The idea behind SEM (also known as paid search, or pay-per-click marketing) is to anticipate the types of keywords a target market is going to search for, and strategically optimize a paid search budget to bid on those keywords. By also including the keywords in Google ads and on landing pages, marketers can earn one of Google’s top ad spots on the search engine results page, placing an ad among users who have already expressed an interest in searching for a product or service.

For professionals looking to build their search engine marketing skills, Brandeis GPS will be offering Principles of Search Engine Marketing during our October 2018 session. The fully online, 10-week course will explore ad creation, keyword expansion, landing page optimization, monitoring, bid management, and analysis. It will also explore search engine optimization, and how that strategy can enhance and complement paid search campaigns.

Students will learn the back-end technology behind search engines and how people use search engines to find information, and will then explore ways to position relevant content within those searches so that their products or services become part of the searcher’s decision process. Students learn about and evaluate SEM methods including content creation, keyword strategies, website programming, pay-per-click advertising, digital marketing optimization, and social media. As part of the course, students use Simbound, a digital marketing simulation, to create their own SEM campaign including forming objectives, strategy, budget allocation, tactics, and measurements to monitor progress.

At Brandeis GPS, you can take up to two courses before enrolling in one of our 12 Master’s degree programs. If you’re interested in exploring the MS in Digital Marketing and Design, or would like to explore paid search as part of your own professional development, contact the GPS office for more information or to request a syllabus: 781-736-8787, gps@brandeis.edu, or submit your information.

Business owner and matriculated student at Brandeis GPS uses knowledge from Master’s program to grow his business and help achieve long-term professional goals.

Theo Groh is a matriculated student in the Brandeis Graduate Professional Studies (GPS) Master of Science in Digital Marketing and Design. Theo was hesitant to go back to school while working full-time growing his business, Wheelhouse Web – a web, communications, and marketing solutions company based in New Hampshire. Theo is three classes into his degree, and is already seeing GPS help with his long-term professional goals:

To build his new company into a thriving and financially stable company that can provide full time employment, benefits, and a growing return to himself and his business partners.

To develop his marketing skills to truly have his company be a one stop shop for digital marketing.

To grow his company to the point that allows them to take only the clients they absolutely want to take and allows them to work with clients promoting social or environmental change.

Theo is among many students who are full-time professionals that are looking to enhance their careers with the benefits of a high-quality graduate education in niche fields with the convenience and flexibility of online learning designed for working professionals.

He has already made progress toward his professional goals, and says that, “So far, GPS has helped me expand the range of digital marketing services I offer and boost my confidence in my skill set. I believe it has also helped strengthen my professional resume, which has helped attract and retain clients.”

What first caught Theo’s attention about GPS was that it is completely online, allowing him to work full-time, is practical and relevant to the work he wants to do, and doesn’t require GRE or standardized test scores.

“I really liked that the degree was specifically in Digital Marketing and Design, not just in Marketing or an MBA with a marketing focus,” said Groh. “That was important because if I was going to go back to school, I wanted a degree that was very specific to the field I was in, very relevant to the work I was doing, and could help me in my business by helping certify to clients that I knew what I was doing.”

Theo says, “I think what I value the most about GPS is that I am in a class full of working professionals in my field being taught by an expert working professional in my field.”

GPS instructors are industry leaders who also work full-time outside of GPS, bringing real-world experiences and knowledge to their classrooms. And because class sizes are capped at 20 for GPS classes, students like Theo can network within their classes to build connections within their fields.

Before founding his new company in July 2017, Theo worked in New Hampshire politics, independent school admissions, outreach, and marketing. His education at Brandeis GPS has also enriched his political volunteer commitments and outside hobbies. Since starting his most recent class, Writing for Digital Environments, Theo has taken on a long-term personal goal of online food writing, committing to do a monthly blog post on local New Hampshire food and drinks for Stay-Work-Play New Hampshire.

Theo’s experiences in politics, which may seem unrelated to Digital Marketing and Design, informed his work ethic and gave him experiences that help him bring diverse experience to his business and his classes. He says of his time working in politics,

“During that time, I was working 14-18-hour days 7 days a week for months on end during campaign season… I learned that I had it in me to do that kind of work. Like doing endurance training, my experience working in politics showed me what I was made of and taught me what my capabilities and limits were. If I could work long hours in an extremely high-pressure environment for low pay in politics, often for challenging bosses, I knew I was capable of working hard and succeeding in almost any environment. It taught me not to be afraid of hard work and gave me the confidence I needed to start my own business.”

Theo’s business “aims to be the trusted web design and digital marketing choice of dynamic small businesses, striving non-profits, and thriving schools.”

In order to help him reach his goals and the goals of his company, his MS in Digital Marketing and Design at GPS offers the following program outcomes:

Track results of digital advertising through analytics tools and use the data to inform future marketing decisions.

Use advanced media tools to enhance digital strategies.

Communicate the value of digital marketing as it relates to an organization’s overall marketing strategy.

Theo has found that his class assignments help his real-world experiences in business, and says, “I really love the assignments where we have to pick existing companies and talk about how they do on a particular aspect of marketing. I think it’s a great way to learn, and it helps me with my company because a big part of what we do with our small business clients is going in and analyzing what they are currently doing for digital marketing and providing them with advice and services to improve their marketing. I also like the assignment we have in [Writing for Digital Environments] of picking an organization or business that needs help with their marketing. I think it’s a great challenge, something I love to do in my business, and this assignment is helping me think about the best ways of doing that.”

Not only have his GPS classes enhanced his professional life already, but Theo’s professional experiences have enhanced his learning. In his GPS classes, he engages in discussions with professionals at varying levels of their careers in the Digital Marketing and Design field, allowing for rich learning from instructors and peers.

A Boston-area native finds Brandeis GPS Digital Marketing and Design program course offerings align best with her professional goals.

Brittany Sullivan grew up in Norwood, MA about 25 minutes outside of Boston. It’s also about 17 minutes from the Reebok International Headquarters, a place Brittany has wanted to work at for as long as she can remember.

Brittany set her sights on becoming the next digital marketing manager at Reebok, something she would need to work very hard for. But that hard work is not without its rewards, including better job prospects and a higher annual salary. According to a 2015 Georgetown University study called “The Economic Value of College Majors”: “College graduates with a bachelor’s degree earn an average annual salary of $61,000 over the course of their career, while those with a graduate degree earn $78,000 annually.” With undergraduate degrees becoming more common, a master’s degree can really give you added skills and more confidence to pursue and land your dream job.

Some of the subjects Brittany felt passionate about weren’t offered during her undergraduate degree in marketing. Her college offered more generic marketing classes that didn’t focus on digital media. She researched a few different programs, but found the list of courses offered by Brandeis GPS to be the most focused on her professional goals.

Why Enroll at Brandeis GPS?

Brandeis GPS works around your schedule. There are many students currently enrolled who also work a full-time job, just like Brittany. Because Brandeis GPS offers part-time online classes, students can work full time and study when it’s convenient for them. Not sure if a master’s program is for you? Or are you worried about the increased workload? Brandeis GPS will let you take two classes as a trial before officially applying to the program. This can help a potential student gauge if he/she will be able to continue working a full-time job and attend class in-person or online. Recent college grads who are new to the workforce might not be ready to work and take classes at the same time.

Brittany knew she was interested in marketing, but things can change. Brandeis GPS offers 12 master’s degrees, from software engineering to project management. Brittany had the freedom to change and not have to leave the GPS program. But she was concerned about working a full-time job and going to school. In fact, she was all set to take two classes, but after meeting with her student adviser, she decided to start with one and see how it went.

Need Directions?

Everyone learns in different ways and at different speeds. There are a lot of questions to ask yourself before getting a master’s degree at any school, like how long you intend on working in your chosen field, or if there are any financial concerns. Student advisers can help answer these questions and more. Let them be your guide through this exciting transition into higher education.

The GPS program offers small classes, giving the instructor more time for 1-on-1 interaction. Every instructor has virtual office hours or can meet virtually by appointment.

For students who have never taken an online class, the structure can seem foreign at first and maybe a little intimidating. Brittany could continue working at her job, thanks to the flexibility that online classes offer. GPS faculty are trained to teach online, so that you can focus on learning. In addition to extra training, professors are active professionals in their fields to ensure you are receiving the most up-to-date information and instruction. Even during online classes, students are encouraged to comment on their peers’ work, some assignments also will require students to work as a group.

The Road Ahead

“We should not judge people by their peak of excellence; but by the distance they have traveled from the point where they started.”
― Henry Ward Beecher

By the end of Brittany’s graduate program, she will be one step closer to her dream job at Reebok. She will be a valuable employee because she invested in her future.

This is Brittany’s first course at Brandeis and there will be many more. She knows she is on the right path with the Brandeis GPS program.

Enjoying the flexibility of GPS courses, a Brandeis employee balances online graduate school with her other passions.

The ocean waves – their swooshing sound, their sparkle in the distance – are soothing to her eyes and mind. Gazing at the momentum of each wave as they crash against the shore offers a sense of serenity to it. The seemingly endless horizon breeds purity that helps take her away from what life’s struggles might have brought her. And it is with this meditative enjoyment of nature’s raw beauty that she finds complacency in life. As each wave crawls up the shore to makes its mark on the duney sand, it represents an accomplishment that which she is proud of.

Victoria has a simplistic mentality that she garnered after an unfortunate tragedy she and her family suffered eight years ago. It was not easy at first to pursue a graduate degree when trying to overcome life-altering, personal distress. Her first attempt at grad school washed up quickly like a small wave that barely makes a ripple in the ocean. The ambition and desire was there, but Victoria’s life still had not quite settled down. She did not give up then though.

With each day there are many more waves to catch and grab hold of, many opportunities to embrace. As some waves reach their crest and dive back into the ocean, they have an almost inviting look. They crash back into the ocean with a sense of hopefulness and gleam the possibility of success. One day, Victoria saw a wave and did not take her eyes off of it. She saw herself diving back in with the wave headfirst, arms overhead, and with a bright smile on her face. It was time to earn her Master’s degree.

Take Two.

After learning from her co-workers that Brandeis GPS offers 100% online degrees, Victoria knew the program was a strong fit. Positive feedback from others already enrolled in the Digital Marketing and Design program reeled her in to take advantage of the free courses as a Brandeis employee. In reviewing other MBA programs, she noticed that they tended to offer only live classes at scheduled times during the week, and most of the student were full-time. Scheduled class times were not an option for Victoria, so the flexible online setting that Brandeis GPS offers has allowed her to balance school with work and her social life. Thanks to the ability to complete her degree as a part-time student as well, Victoria can still frequent Crane Beach in Ipswich, MA and fit schoolwork into her schedule comfortably. Considering a day away at the beach is like a vacation to her, she is not willing to compromise on that one. Victoria is pleased that she been able to further herself while still enjoy her passions in life.

As an older staff member with only an undergraduate degree, Victoria knows she needs to learn and acquire new skills so her background is not outdated. The real perk is that should Victoria decide to take a different path with Brandeis GPS, she still has until the end of her second course to matriculate into a program and still be able to apply the courses. The other beauty of Brandeis GPS is the integration between the programs. Many courses in various programs intersect with each other so Victoria is gaining a diverse skill set that can be applied to her work in a multi-faceted manner.

Life’s Other Pleasures.

Aside from the beach, some of Victoria’s other interests are walking in state parks, doing yoga, going to the pool in her condo complex, and tending to her patio garden filled with perennials. She enjoys being challenged by what perennials bloom in the sun, not requiring much maintenance and showing brilliant colors, just as her classwork challenges her to remain current with her skills and knowledge in the growing digital world. With the courses taught by professionals actively working in their respective fields, Victoria is gaining relevant expertise to apply to her work. As a senior support professional to the Vice President of alumni relations in the Institutional Advancement Division at Brandeis University, she has done some digital marketing in the past and plans to in the future. As she progresses with her courses though, she plans to find a job in marketing to directly apply the learned concepts on a regular basis. Victoria is confident that her Brandeis degree will present herself as a marketable candidate for employers that offer higher paying positions. Maybe she will look to expand her garden at that point, buy a house or merely enjoy the occasional overnight stay near Crane Beach with her boyfriend.

Nature’s beauty truly lures Victoria in to learn more, both in life in general and about herself. She uses nature as a catalyst to reflect and continue onward and upward. And progress she has! In a famous line by Frederick Douglass, “If there is no struggle, there is no progress.” Life is not always quite as sympathetic as one might like to think. Some of us are challenged in ways – mentally and emotionally – that we do not want to be. But it is with these unfortunate circumstances that we are given the opportunity to learn things about ourselves that we might not know were true. Victoria used her tragedy as motivation to press the reset button and embark on the exciting challenge of pursuing her Master’s degree with Brandeis GPS. A flexible class schedule, experienced faculty, and applicable coursework have all given her the balance in life that she has been seeking for some time.

Take Three.

When asked if she would have chosen Brandeis University given the opportunity to start over again, Victoria said, “I’m very satisfied with GPS. If all things were the same, yes, I’d choose the same school.” Victoria is gaining more fulfillment in her life, both professionally and personally, since beginning to take courses with Brandeis GPS. The current of her life is a steady flow nowadays. The horizon is looking brighter and the ocean a bit calmer. Victoria is still gazing at that wave and will continue until she walks across the stage, degree in hand.

It’s that time of year again! A new set of students from Brandeis University’s division ofGraduate Professional Studies (GPS) are preparing to walk across the stage in front of 275 friends and family members and receive the master’s degrees they so diligently worked toward.

GPS is thrilled to see our soon-to-be alums progress to the next phase of their professional development and career advancement. We extend an additional congratulations to the inaugural class ofgraduates from the Digital Marketing and Design and User-Centered Design programs, both of which launched in 2015.

This year’s commencement ceremony will take place on the Brandeis University campus on May 13, 2018, and will feature the following speakers/honors:

Tom Gerace,commencement speaker. Tom is the founder and CEO of Skyword, a Boston-based content marketing firm. An expert in strategic storytelling, Tom recently co-authored the best-selling book Storynomics and leads Storynomics Seminars in cities throughout the world. Early in his career, Tom served as a senior business analyst at the Harvard Business School, where he wrote the first case studies on the emergence of the internet in 1995.

Steve Boardman, student speaker.Strategic Analytics graduateSteve Boardman is a senior technology consultant for iDoxSolutions, Inc. Based in Charleston, South Carolina, Steve has more than 25 years of experience implementing, delivering and supporting enterprise IT solutions for a wide variety of industries. He currently focuses on cloud-based application architectures and business intelligence and analytics solutions.

Meredith Bazzell, Rabb School Outstanding Teacher Award recipient. An instructor in the Digital Marketing and Design program, Meredith has more than 13 years of marketing experience in healthcare, construction, higher education, retail, manufacturing, and technology. Meredith currently serves as the manager of customer experience for global communications at Asurion in Nashville, Tennessee.

We look forward to sharing more commencement-related updates as the day gets closer. Follow along with us here on the blog and at #GPSclassof2018.

As part of our Spring 2 course offerings, check out our Multichannel Marketing Campaigns course. This course is set up as a strategic and practical guide to designing, conducting and measuring multichannel marketing initiatives – for B2B and B2C brands. The course is designed to teach the fundamentals of 21st Century Digital Marketing – based on creating on-going, seamless customer experiences across digital and traditional channels.

Foundational topics covered in this class include the three stages of marketing:

The new customer journey, and why the marketing campaign is dead.

Developing customer journeys – the fundamentals.

Content, channels, and measurement for consumer journeys.

In addition, this course will look at the principles of paid, owned, and earned as converged digital marketing, and the role of diagnosing the channels for acquiring new customers.

Whether you’re already enrolled in the Digital Marketing and Design program at Brandeis GPS or are seeking a one-time professional development opportunity to advance your career, it’s not too late to sign up for an online course. Multichannel Marketing Campaigns does not have any prerequisites and you don’t need to apply to a graduate program to register. The deadline to apply for a Spring 2 course is April 6th.